Ifeanyichukwu Oranusi

Campus prostitution, quite different from traditional prostitution, is commonly known as “hook-up” and it is highly frowned upon as a major social vice in Nigeria. This study examined the potentials of Facebook, Twitter, and WhatsApp in influencing the attitudinal change of female students toward campus prostitution in Nigerian universities. The population comprises female students in select universities in Southeastern Nigeria. However, Cochran’s formula was used to determine the sample size. Snowball sampling was used in selecting every identified hook-up girl who subsequently contacted a co-prostitute via referral after being offered monetary incentive. A pilot survey was conducted, and the study obtained Cronbach’s Alpha value of 0.890. Furthermore, 384 structured questionnaires were distributed, and 325 were adequately returned. Hence, simple linear regression was used to analyze the data and the findings revealed that Facebook messages significantly and positively influence the attitudinal change of female students toward campus prostitution (r = 0.981; t = 157.402; F = 24775.501; p < 0.05). Similarly, Twitter messages significantly and positively influence the attitudinal change of female students toward campus prostitution (r = 0.977; t = 144.375; F = 20844.055; p < 0.05). Lastly, WhatsApp messages significantly and positively influence the attitudinal change of female students toward campus prostitution (r = 0.984; t = 174.458; F = 30435.505; p < 0.05). Thus, these tools are potentially effective and should be adopted by the university authorities to engender high moral standards.

Competition has increased due to the proliferation of different brands of malt drinks in Nigeria. Thus, manufacturers and brand managers of malt drinks need to explore strategic approaches to acquiring and retaining their customers. However, this paper assessed the multisensory attributes of malt drinks and consumer purchase decisions in South-Eastern Nigeria. The study population comprises consumers of Maltina, Malta Guinness, Amstel Malta, Dubic Malt, and Grand Malt in South-Eastern Nigeria. A sample size of 384 consumers of malt brands was determined using Topman formula. A convenience sampling technique was adopted, and respondents were drawn from five states such as Abia, Anambra, Ebonyi, Enugu, and Imo. The study adopted a cross-sectional survey research method. Cronbach’s alpha and composite reliability were estimated to check the internal consistency of the study constructs. The structural equation modeling technique was used in data analysis. Findings revealed that the visual attribute of malt has a significant positive relationship with consumer purchase decisions. It was also revealed that malt brand gustatory attribute has a significant positive relationship with consumer purchase decisions. Similarly, it was revealed that the tactile attribute of malt brand has a significant positive relationship with consumer purchase decisions. Finally, it was revealed that the malt brand olfactory attribute has a significant positive relationship with consumer purchase decisions. Therefore, manufacturers and brand managers of malt should improve on packaging their malt brands by strategically adapting a multisensory synergy to guarantee wider consumer purchase and experience toward ensuring more customer satisfaction, patronage, and increased profits for the organizations.

Acknowledgments
In the course of this study, a few researchers assisted and contributed immensely in developing the methodology for the study. They include: Prof. Donatus Chigbo Ngige, Dr. Ezeh Precious, Dr. Osegbue Francis Ifeanyi, Dr. Ofor Theresa Nkechi, Prof. Mary Margret N. Okeke, Mrs Vivian C. Anetoh and Dr. Egbeh Placid C. Thank you very much and God bless you all. Also, we thank our respondents who supplied us with the needed data that made this study a reality.